One storefront can simplify some workflows, but DTC and wholesale customers do not necessarily need the same experience. Decide which parts should be shared and which need distinct rules.
Check eligibility before designing the experience
Shopify supports B2B features on eligible plans, with capabilities and limits varying by plan. Verify the current matrix against the business requirement. Avoid treating every feature as universally available or universally Plus-only. Shopify B2B feature matrix.
Compare shared and separate stores
- Shared store: review whether the catalogue, brand and merchandising can serve both buyer types with appropriate access.
- Separate store: identify the benefits of a dedicated wholesale journey and the additional data, content, licence and integration work.
- Both: confirm ownership of product information, prices, stock and reporting.
Do not assume that multiple Shopify stores share data or app charges automatically. Shopify documents independent settings and data, per-store app billing and expansion-store eligibility. Expansion store requirements.
Test the rules that differ
Use representative business buyers and consumer journeys. Check catalogue access, prices, order quantities, delivery requirements, order references and the handoff to operations. Agree how exceptions will be handled rather than hiding them behind a clean demo.
Build the business case from your operation
Record actual manual work, connector costs and support effort. Set an adoption measure and baseline for the wholesale journey. Platform-wide GMV growth, reorder averages or assumed revenue gains do not establish the benefit for your business.
Start with Shopify design and development when the operating requirements are clear. The buyer portal guide provides practical ordering scenarios to include in the scope.
Sources and review
Guidance checked on 7 October 2026. Features and commercial terms can change; confirm availability for your own account and scope. These planning checks are recommendations and do not replace an assessment of the actual implementation.